Allinson launches first TV ad in more than a decade

Allinson: using TV to promote additions to bakery range
Allinson: using TV to promote additions to bakery range

Allinson, the Allied Bakeries-owned brand, is embarking on its first TV advertising campaign in more than 10 years to promote the "wholesome and hearty" qualities of the range.

Marketing support behind Allinson also includes an overhaul of the Allinson packaging and a revamp of its consumer website.

The 20-second ad features a mother and two children, with the mother and the older child teaching the younger one how to pronounce the brand name Allinson.

The TV ad will run for three weeks from 18 February.

Chris Heyn, group brand manager at Allied Bakeries, said: "Our aim is to remind consumers that we have a great range of products, and bring Allinson to the forefront of consumer's minds with a light-hearted and fun script."

Heyn admitted that the Allinson brand had been neglected in the past, at the expense of its sister Kingsmill brand. However, he said the new marketing activity marked its biggest in 10 years.

The products launched by Allinson are High Fibre White, a white loaf with 100% of the fibre of wholemeal, and Wholemeal Rolls, which will be sold as an accompaniment to soups and salads or sandwich fillings.

The High Fibre White will be priced at £1.59 and launched in Asda, with plans to be rolled out to other supemarkets later. The Wholemeal Rolls, priced at £1, will initially be sold at Iceland, with a further planned rollout to other retailers.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers